Retail Experience for Asian Paints in Middle Eastern Markets
Elephant Design transformed retail environments using a home centred spatial narrative, delivering aspirational premium repositioning.
Brand Shift
Via an Elevated in-store experience
Facade redesign and brand recall
A Modular retail framework
Customer journey mapping
Interior and exterior zoning strategy
Digital integration and QR systems
The Artelier reimagines the store as a premium décor atelier: part art gallery, part Majlisi, crafted for the worldly Emirati woman. Rooted in cultural context and global sensibility, it transforms the retail space into an inspiring destination for home beautification.
Re-Imagining Retail for the Gulf
Asian Paints Berger has long held a trusted presence across the Gulf, deeply embedded within the contracting and trade communities that built the region. But the GCC is changing, and so is the woman at the heart of the Emirati home. She is sophisticated, well-travelled, and globally informed, yet anchored in her cultural identity. Her home is a reflection of heritage, success, and social standing. It embodies nazafa, the Emirati value of cleanliness, renewal, and the perpetual freshness of one's surroundings, making home beautification a living, continuous practice. Asian Paints Berger was built for this moment. A brand with deep regional roots, now evolving into the aspirational, premium destination the modern Emirati woman deserves.
Home & Hospitality at the Centre
Asian Paints Berger's ambition was to become the definitive name for premium home décor in the Middle East, evolving from a contractor-facing brand into a destination that the Emirati customer chooses. The retail overhaul made that ambition tangible. The central concept, The Artelier, reimagines the store as a modern décor atelier, equal parts art gallery and Majlisi, where every element is curated for the worldly Emirati woman. The Signature Asian Paints Ribbon anchors the space as a symbol of premium, personalised experience. A modular retail platform enables rapid customisation, sustainable product display, and digital tools that enrich decision-making. The result is a store that earns trust, deepens engagement, and repositions Asian Paints Berger at the heart of the Emirati home.The Desert Rose
The entrance makes an immediate declaration. The Desert Rose, a showstopper colour palette installation, is the store's first moment of truth. Sculptural and evocative of the region's spirit, it signals a space unlike any paint store before it.
The Artelier's Arch fuses Islamic segmental geometry with European design sensibility, setting the tone for where cultural pride and global taste coexist. The illuminated Asian Paints ribbon, set against a black backdrop, anchors the facade with quiet confidence. 
Discovery Touchpoints
The store unfolds through curated zones. The periphery is divided between exterior and interior paint finishes. This inner space is organised into the outer and inner Majlisi mirroring the warmth of Emirati homes. The mood board table invites customers to sit and take their time.
Triangular rotating panels near the entrance encourage experimentation beyond standard preferences. 
Textures as Wall Art
Textures are presented in large format panels displayed like curated artworks, reframing them as design statements worthy of pride of place within the home. The team thoughtfully organised them into composed displays emphasising material depth and craftsmanship.
Premium ranges such as Artistica are presented individually, each panel set within brass-coloured frames and interspaced with Arabic calligraphy motifs. The space morphs into an art gallery, elevating the perceived value of Asian Paints’ premium offerings.
The Majlis Within
The discussion area draws from the majlis. Chandeliers, carpets and curated seating introduce familiarity, transforming what was once a transactional corner into a space for dialogue. Here, colour decisions are discussed alongside budgets, timelines and aspirations. A partition panel introduces privacy to the inner Majlisi. The setting acknowledges that these conversations are personal and collaborative.
A Living Green Accent
In a region where natural greenery is limited, the green wall introduces softness and texture without requiring maintenance complexity. It offsets the neutral palette, preventing the space from feeling clinical. The feature functions as both visual relief and premium accent.
It also serves as a natural ambassador for Asian Paints’ eco-friendly and sustainable product range, introducing that narrative into the physical environment in a way that feels intuitive rather than didactic.
The Inner Majlis Gallery
A secondary majlis elevates the experience. Larger texture panels are showcased in a gallery arrangement, allowing customers to visualise scale and impact more clearly. This zone encourages slower engagement. Digital colour selector tablets and a colour matching scanner enrich the experience, allowing customers to browse at their own pace. A large screen adds to the immersion.
Built to Adapt
The retail system was designed for modularity and longevity. Frameworks in one and two foot increments adapt seamlessly across 500 and 300 sq. ft. formats without losing coherence. The Diamond Swatch Display is the heart of colour discovery, carrying over 300 curated GCC-specific shades.
Modular and removable, each pocket holds multiple samples for browsing and take-away. The platform below invites customers to build personal combinations, pairing shades with textures and finishes at their own pace.. 
Simplifying Pairing Decisions
Combo swatches simplify pairing decisions, while posters and digital screens embedded within the display provide decor reference and product context. A large window offers a view into the colour lab, bringing technology and trust into the customer’s field of vision.
Educating Through Experience
The store is designed to educate. Communication panels guide customers on when to use vibrant tones, how to approach exterior colours and how combinations work within real homes. Colour buckets such as Dune, Slate, Bloom and Vivid simplify navigation, while combo panels demonstrate curated pairings that encourage exploration.
Taking Your Choices Home
Seasonal introductions such as Fresh Edit for interiors and Next Facade for exteriors bring freshness to the gallery zone.
The store also enables customers to carry their choices home, where they can access favourite swatch combinations presented in an elegantly designed informative folder, and paint samples packaged in a curated paper carry bag.
These touches elevate Asian Paints beyond a supplier of paint to a trusted colour expert guiding informed and expressive decisions.. 
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